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Farris, Paul W.

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A Resource-Allocation Perspective for Marketing Analytics

Managers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics?the proces ...

Absolut Vodka

This case depicts the history of an unusual brand in the "super premium" segment of the vodka market. The top-of-line positioning is supported with creative advertising, narrow distribution, point-of- ...

Advertising Experiments at the Ohio Art Company

This case is intended to be part of a first-year MBA marketing course, or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. The case ...

Advertising on the Internet

This technical note introduces the key elements of Internet advertising, including options available to advertisers, pricing, measurement, an overview of the buying process, and a comparison with trad ...

Allocator (SIMULATION)

The Allocator exercise is a simulation that puts the class, as brand teams of three to seven people, in the role of product managers in the beer market. Each market set has five brands. The brands are ...

An Introduction to Business-to-Business Exchange

While business-to-consumer e-commerce (B2C) has garnered the most public attention of any online business sector, business-to-business (B2B) e-commerce is proving to account for a much larger slice of ...

Autozone: How Long Will They Be In The Zone?

Bad news for AutoZone: until recently the sales and store count leader in the retail auto parts category, AutoZone has been surpassed by Advance Auto Parts; Wall Street has punished AutoZone and is pr ...

Benecol Spread and Media Planning

Benecol Spread, a cholesterol-lowering margarine, was a product with unusual media-planning challenges. With a narrow target group and unproven market potential, Johnson & Johnson needed to get the mo ...

Carnation Infant Formula (A)

Carnation, part of the Nestle food company, is reviewing its marketing strategy for infant formula in the U.S. market, which has been dominated for several years by three major companies, all of which ...

Carnation Infant Formula (B)

This case begins by summarizing the company's decision, its marketing strategy, and its performance after the change in strategy (see the A case). It also presents new developments in the infant-formu ...

Changing Channels: Progressive Insurance Drive Insurance

Sequel to Progressive Insurance: Not Your Standard Insurance Story. The company launches a new sub-brand, Drive Insurance, which will be only sold through independent agents, not through the Web or 1- ...

Changing Light Bulbs (A): Westinghouse Super Bulb

This is the first of a four-part case charting the influence of technological shifts on decision making in the light bulb industry. After years of a stable industry, with little change in products or ...
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